Objectives

The Food for Life campaign wants to make a significant contribution to motivating consumers for make consumption of food more sustainable: a balanced diet, sustainably produced, if possible within the region, and with a fair remuneration for the producers and consumed with little waste. By aligning a critical mass of multipliers (stakeholders who communicate about food issues, like media, NGOs, businesses, governments, but also individuals) who use effective messages and communication tools, a large number of consumers in many countries can be reached.
Food for Life therefore pursues two main objectives:
- To build a critical mass of like-minded organizations that use synergies, share best practices and leverage resources for raising consumer awareness to shift towards more sustainable food consumption and production systems;
- To effectively convey the importance and urgency to change current food choices and to highlight the many benefits of sustainable food and farming systems for consumers, producers and the environment.

Activities

In Phase I, starting July 2017, a communication strategy is developed with inputs of allied stakeholders and with the support of an international communication agency. The communication strategy identifies effective, evidence-based messages and suitable channels to reach large number of consumers segregated by geographic regions. On this basis, the project and its partners develop communication tools (visuals, info-graphs, videos, posts etc.) that can be used and adapted to different contexts. They are made available to multipliers on an interactive website along with available evidence and case studies that support the messages. The materials can be used and adapted by multipliers for their own communication activities. Allies are invited to share their materials on the same website for reference and inspiration.

In Phase II, from mid-2018 onwards, Food for Life partners and allies use the communication strategy and tools in campaigns in selected focus countries and regions. Food for Life will continue to seek synergies with other campaigns and remains open for new allies to join. In addition, the campaign messages and (adapted) tools will be rolled out at global level through the extensive networks of partners and allies.

Impact and Results

The primary target group of the Food for Life campaign is the large section of consumers who are not indifferent to health or environmental issues, but who are not sufficiently aware of the connection with their daily food choices, or who are not (yet) motivated to actively endorse and choose sustainable food options. Particular focus is given to young people – teenagers, young adults, young parents.

Next steps and how to get involved

The project is coordinated and implemented by a consortium of IFOAM – Organics International (lead agency), HELVETAS Swiss Intercooperation and the Research Institute for Organic Agriculture (FiBL) in collaboration with an international communication agency. Partners and allies are invited to help reaching out to multipliers and consumers through their own networks.